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Nikon and Warner Music Group announce SXSW partnership

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Nikon and Warner Music Group announce SXSW partnership

Nikon and the Warner Music Group have announced a three-day partnership for the upcoming South by Southwest festival which takes place in Austin, Texas this March.

“The Warner sound captured by Nikon” is the name of the partnership, which will see the evening showcases of the records company live-streamed over the internet using Nikon DSLR cameras. The SXSW film and music festival will begin on March 8th and end on March 17th. However, Warner Music Group activities will occur in the March 12-14 time frame.

The main camera will be the D4, the company’s flagship DSLR, which competes against Canon’s EOS 1D X.

The Warner Sound captured by Nikon at SXSW 2013
The Warner Sound will be captured by Nikon D4 DSLR at the SXSW festival.

Nikon D4 will live stream Warner Music Group’s artist performances

The daytime and evening showcases will include performances from Tegan and Sara, Paramore, Lianne La Havas, Fitz & The Tantrums, The Flaming Lips, Icona Pop, Macklemore & Ryan Lewis, and Atlas Genius among many others.

Nikon will capture “two days and three nights” of performances that will be live-streamed on Warner Music Group’s YouTube channel, called The Warner Sound.

Many artists from Warner Bros. Records and Atlantic Records will perform live at the SXSW festival and all of them will be recorded with the help of Nikon DSLR cameras.

The official press release states that the live stream will be made possible thanks to the “award winning” Nikon D4. The DSLR cameras will also be used for creating back-stage documentaries, all of which will become available on the official website of The Warner Sound.

SXSW attendees and performers will get their share of Nikon cameras

Nikon’s Senior Manager, Lisa Baxt, said that SXSW is viewed as an “opportunity” to connect with the consumers. The company will display its products to the attendees, who will also get the chance to test WiFi-enabled DSLR, Coolpix, and 1 series mirrorless cameras.

Warner Music Group’s artists will also receive Nikon cameras, in order to capture and share multimedia content on their way to the SXSW festival. This is the second year of partnership between the camera manufacturer and one of the biggest global records companies.

Although it is the second time this happens, a lot of people have been surprised by this announcement, as Canon is usually praised for adding videography features in its DSLRs. However, Nikon’s cameras have recently demonstrated that they are perfectly capable of recording high-quality videos and that they can become a filmmaker’s first choice.

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Nikon and Warner Music Group announce SXSW partnership